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Kalfar
fashion
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His collections have been showcased at prestigious fashion weeks, including London Fashion Week, New York Fashion Week and Mercedes-Benz Fashion Week in Prague, where he’s been celebrated for his creative vision and dedication to conscious fashion.
Project
Details
A prominent advocate for sustainable fashion, Jiří Kalfař aims to challenge the industry’s norms by using organic fabrics, recycled materials, and avoiding harmful chemicals in his production processes.
Kalfař’s designs often blur the lines between menswear and womenswear, embracing a gender-fluid approach to fashion. This versatility, combined with his focus on sustainability, has made him a standout figure in contemporary fashion.
Challenge
With the opening of Jiří Kalfař's new showroom and studio in the heart of Prague, the brand is entering a new chapter of growth and innovation. This pivotal moment calls for an elevated visual presentation that captures Jiří Kalfař’s unique blend of sustainable luxury, artistic vision, and modern elegance. Recognizing the importance of aligning his visual identity with the brand’s evolving narrative, Jiří reached out to us to refine and elevate the brand’s presentation, ensuring it resonates with his audience and reflects the essence of his creative journey.
Goal
Our goal was to position Jiří Kalfař’s brand among the world of silent luxury, creating a visual identity that exudes sophistication, quality, and timeless elegance. The brief called for a refined aesthetic that would seamlessly align with renowned brands like Brunello Cucinelli, Celine, and Chloé—brands known for their understated luxury and enduring appeal. The challenge was to craft a visual narrative that embodies Kalfař’s dedication to sustainable craftsmanship while conveying a sense of exclusivity and quiet sophistication, making the brand easily recognizable in the realm of high-end fashion.
Result
We introduced a refreshed brand identity with the new name KALFAR, accompanied by a clean and elegant logo and a timeless, organically-shaped symbol that captures the essence of the brand. The minimal visual aesthetic emphasizes sophistication and simplicity, allowing the spotlight to shine on impeccable photography and video content directed by the renowned director Viktorie Lorinczová. This cohesive and refined visual presentation aligns KALFAR with the world of silent luxury, establishing a strong and memorable presence among the finest timeless brands.
